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In an effort to position itself as the leading destination for B2B content, LinkedIn started to roll out Sponsored Updates in late July. These are similar in fashion to sponsored posts on Twitter, and promoted pages on Facebook – allowing sponsored content to be pushed to specific audiences. Sure, it may get pricy for smaller B2B’s, but it would be worth the investment nonetheless.

LinkedIn takes pride in offering “content marketing in the world’s only professional feed,” and it would certainly be beneficial for B2B’s to consider using this as a part of their marketing and outreach efforts. In addition to the typical geo-targeting options, publishers can also select audiences by company, title, job function, and seniority levels. These updates could be promoted in 20 languages across 200 countries, with the potential to reach 225 million active members who regularly update their profile/feed.

Sponsored Updates will work wonders for brand awareness, and directing traffic towards press releases, job postings, and product pages on company websites. It would also increase the reach of thought-leadership pieces on company blogs, white papers and webinars. B2B’s could also strategically use Sponsored Updates for crowdsourcing purposes, and for lead generation. Targeted audiences would have access to social options to comment/like/share the post, in addition to follow the company in one click.

What do you think about Sponsored Updates? Do you think it would take off? Some big names already have their fair share of success stories. Here is the official link to get started with Sponsored Updates.